Promundo is proud to announce their new partnership with AXE to bring a message of positive, healthy, supportive manhood to more than half a million boys and men.

You may be familiar with the Axe brand, but what you may not know is that Axe is now on a mission to fight the limitations of traditional masculinity. As a part of Unilever’s broader effort to eliminate all sexist stereotypes from their advertising, Axe is encouraging boys and men to redefine what manhood means: to help them “find their magic.”

Promundo is proud to announce they’re partnering with Axe in this effort, bringing their message of positive, healthy, supportive manhood to more than half a million boys and men.

“We have been working for nearly 20 years to achieve gender equality and end violence worldwide. We know that rigid ideas about what it means to be a man and what it means to be a woman can be harmful for everyone: unequal power dynamics keep women from succeeding economically and politically and reinforce the idea that men should hide their emotions, take risks, and solve problems with violence.”

Research to reveal how men define manhood

“Part of our work has been leading extensive research through our International Men and Gender Equality Survey (IMAGES) in over 16 countries to reveal how men define manhood and how they relate to women globally. IMAGES is the most comprehensive household survey ever focused on men’s attitudes and behaviors around gender equality and has been used to inform and inspire new campaigns, programs, and policies around the world.

Through our partnership with Axe, we are co-creating and conducting an in-depth study into masculinity in the United Kingdom, the United States, and Mexico, based on our proven research methodologies.

Jointly with Axe, and alongside The Representation Project and Ditch the Label, we’re bringing together our collective knowledge, resources, and expertise in research and advocacy. We’re working to drive research and amplify the message that boys can define what “being a man” means for themselves: in healthy, positive ways, that celebrate individuality and create a more free, respectful, connected world for everyone.”